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Few advertisers-or their agencies-think in three-dimensional terms when it comes to magazine advertising. Brazilian lingerie marketer Valisere and Sao Paulo-based DM9 Publicidade are a notable exception, however, and their creative efforts have earned them Ad Age's Best Magazine Ad of 1994 award.

To advertise Valisere's new Double Effect brassiere, the agency designed a color spread that, when the magazine lies open, approximates the shape that the bra gives a figure, including the cleavage. The headline, translated: "The fold in the page is just to give an idea of what Double Effect can do for you."

The spread appeared in women's magazines.

Other Best magazine ads:

Healthtex (color spread): Martin Agency; Richmond, Va. Continuing its long line of print successes in the Best competition, Martin's spread for Healthtex shows a photo of a baby trying to tug a shirt on over his head. Headline: "My head. A tight squeeze. Lots of labor. Didn't we just go through this, Mom?" Copy goes on to say, in part, "At Healthtex, we make sure all of our clothes have very comfortable neck openings."

Verbatim Corp.-Verbatim tapes (color spread): Loeffler Ketchum Mountjoy, Charlotte, N.C. Doctored photo dominated by blue sky shows an 18-wheeler for "Al's Matches" plunging off a cliff and hurtling through the air toward a small roadside building below belonging to "Mac's Fireworks." Words in sky above building: "Cheer up, Mac. Remember, our data's stored on Verbatim." Only other type on the clean spread: "Verbatim tapes, optical and floppy discs. Your best defense against data loss."

Guinness Import Co.-Dewar's White Label scotch (color spread): "Big Evening" ( Leo Burnett USA, Chicago). Left page of spread has headline against yellow background: "Gosh, your idea of a big evening sure has changed," along with a glass of Dewar's on the rocks. Right page is a b&w photo of a prom couple, he in tux and she in gown, circa 1950s.

Nissan Motor Corp. USA-Pathfinder (color spread): "Liquid Rustle of Treetops" (Chiat/Day, Venice, Calif.). Monochromatic (olive & white) long-copy ad extols the qualities of Nissan's Pathfinder and includes the detailed performance of this sports-utility vehicle in the Tranzamazona region of Brazil, where high-performance is all-important, along with specifics about the vehicle and interesting facts about the region.

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